Cano Water: #breakupwithplastic, 1

Cano Water, the leading canned water brand providing a sustainable alternative to plastic bottles, is teaming up with creative agency 10 Days to take a bold stance against Wimbledon's ongoing partnership with Evian. The #breakupwithplastic campaign aims to raise awareness and encourage Wimbledon and its attendees to embrace more eco-friendly options. Wimbledon, known for its commitment to sustainability, has been partnering with Evian as the official drink sponsor for the past 15 years. Despite recent efforts by Evian, including the provision of reusable bottles to tennis players, the tournament still generates a staggering 250,000 single use plastic bottles each year. The #breakupwithplastic campaign, which launched during the tournament on July 11, 2023, urges Wimbledon to break free from this “toxic relationship” with plastic and forge a new, sustainable future. A billboard van, fully electric and carbon-neutral, circulates the Wimbledon area, featuring the provocative message, "Hey Wimbledon, are you stuck in a toxic relationship? Call the Cano water helpline for free on: 02080897955.” Those who pick up the phone will hear a cheeky and informative voicemail that speaks directly to Wimbledon to “break up with plastic”, and guides callers to Cano Water's website for further information on transitioning away from single-use plastic.